Brand Activitism for Social Change: A Consumer Perspective
Purpose - Brand activism is an emerging concept in academia and a growing phenomenon in marketing practice. When well-executed, evidence suggests that brand activism can create beneficial outcomes for the brand, such as increased sales or positive brand associations, but outcomes for the cause are h...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Others |
| Published: |
Auckland University of Technology,
2021-07-08T21:37:38Z.
|
| Subjects: | |
| Online Access: | Get fulltext |